ABOUT

Joy is a critical part of PepsiCo’s digitalization journey. The main objective is to solidify its leadership and competitiveness through its commitment to delivering high quality products and experiences to consumers.

Joy is a personalized content platform, where consumers can enter a totally new way of experimenting with brands. In Joy they can find customized activities, prizes and special content relevant to their likes and interests. Whether they choose a product that is sweet or salty; consumers will receive nothing but tailored experiences all year long. It doesn’t matter if they prefer music instead of football, Joy app has them covered. It just takes a few questions to create a personalized profile for consumers to receive relevant content, updated in real time.

To communicate this revolutionary approach, Joy needed a visual identity capable of conveying clearly, many things at once: happiness, rewards, snacks, content and connectivity. To achieve this, a dynamic and expressive visual system was created. Based on lively pictograms, bright digital colors, simple typeface, a charismatic photographic style and a unique smiley logo, Joy’s visual identity was planned to give a fresh look to the brand and a flexible way of implementing it. With this versatility, Joy’s identity ensures both consistency and engagement on all touch points, to start showing people new ways of connecting with their favorite brands.